norwood parade precinct committee agenda & reports · the find rudolph and his reindeer friends...

Norwood Parade Precinct Committee Agenda & Reports

10 December 2013

Our Vision

A City which values its heritage, cultural diversity, sense of place and natural environment.

A progressive City which is prosperous, sustainable and socially cohesive, with a strong community spirit.

5 December 2013

To all Members of the Norwood Parade Precinct Committee Committee Members

Mayor Robert Bria (Presiding Member)

Ms Ida Tirimacco (Deputy Presiding Member)

Cr Geoff Rundle

Cr Sue Whitington

Cr Paul Wormald

Ms Sue Wightman

Ms Cathie Manuelli

Ms Annie Lovejoy

Mr Craig Feely

Dr Derek McNair

Ms Virginia Moorfield

Mr Kevin Chapley Staff

Mario Barone (Chief Executive Officer)

Skana Gallery (Manager, Business & Economic Development)

Indri May (Precinct Co-ordinator) NOTICE OF MEETING I wish to advise that pursuant to Sections 87 and 88 of the Local Government Act 1999, the next Ordinary Meeting of the Norwood Parade Precinct Committee, will be held in the Mayors Parlour, Norwood Town Hall, 175 The Parade, Norwood, on: Tuesday 10 December 2013, commencing at 6.15pm Please advise Indri May on 83664616 or email [email protected], if you are unable to attend this meeting or will be late. Yours faithfully

Mario Barone CHIEF EXECUTIVE OFFICER

City of Norwood Payneham & St Peters Agenda for the Meeting of the Norwood Parade Precinct Committee to be held on 10 December 2013

Index Page

Page No.

1. CONFIRMATION OF MINUTES OF THE NORWOOD PARADE PRECINCT COMMITTEE MEETING

HELD ON 9 OCTOBER 2013 .................................................................................................................... 1

2. PRESIDING MEMBER’S COMMUNICATION ........................................................................................... 1

3. NORWOOD PARADE PRECINCT NEWS ................................................................................................ 1

4. STAFF REPORTS ..................................................................................................................................... 1

4.1 UPDATE OF THE IMPLEMENTATION OF THE 2013-2014 NPPC ANNUAL BUSINESS PLAN .. 2

4.2 EVALUATION OF THE 2013 ADELAIDE FASHION FESTIVAL..................................................... 7

5. OTHER BUSINESS ................................................................................................................................. 12

6. CLOSURE................................................................................................................................................ 12


Page 1

VENUE Mayors Parlour, Norwood Town Hall HOUR PRESENT Committee Members Staff APOLOGIES Ms Virginia Moorfield, Ms Annie Lovejoy ABSENT TERMS OF REFERENCE: The Norwood Parade Precinct Committee will report to the Council’s Business & Economic Development Committee for the purposes of fulfilling its role and functions.

To develop and recommend to the Business & Economic Development Committee in each financial year, an Annual Business Plan and Budget.

Each Annual Business Plan must address objectives determined by the Business & Economic Development Committee which will include (but not be limited to) marketing, development and promotion of the Norwood Parade Precinct.

Each budget developed by The Norwood Parade Precinct Committee must be considered in conjunction with the Annual Business Plan and recommend to the Committee an amount that needs to be approved by the Council to meet the objectives of the Annual Business Plan.

To implement the Annual Business Plan as approved.

To co-operatively market The Parade as a single destination through the coordination of activities, joint advertising, sales and promotions, and branding.

To assist in the development and promotion of a vibrant cultural and leisure tourism destination for businesses, residents and visitors.

To initiate events to increase tourism and to promote The Parade as a destination for residents and visitors, including Christmas events and decorations, and other special promotions.

To represent the majority voice of businesses on The Parade and to be the peak body for advocacy and lobbying with respect to issues such as traffic and parking.

To facilitate and encourage networking and communication through a range of measures as identified and relevant.

To undertake regular customer surveys and determine the most appropriate responses to the outcomes.

To advocate for improvements to the appearance of The Parade.

1. CONFIRMATION OF MINUTES OF THE NORWOOD PARADE PRECINCT COMMITTEE

MEETING HELD ON 9 OCTOBER 2013 2. PRESIDING MEMBER’S COMMUNICATION 3. NORWOOD PARADE PRECINCT NEWS

Committee Members to report on news from the Precinct. 4. STAFF REPORTS


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4.1 UPDATE OF THE IMPLEMENTATION OF THE 2013-2014 NPPC ANNUAL BUSINESS PLAN

REPORT AUTHOR: Norwood Parade Precinct Coordinator GENERAL MANAGER: Chief Executive Officer CONTACT NUMBER: 8366 4616 FILE REFERENCE: S/01931 ATTACHMENTS: A

PURPOSE OF REPORT The purpose of this report is to present to the Norwood Parade Precinct Committee (NPPC), with an update on the Implementation Plan for the 2013-2014 NPPC Annual Business Plan. BACKGROUND At its meeting held on 10 April 2013, the NPPC endorsed the Draft 2013-2014 NPPC Annual Business Plan. This report provides an update on the implementation of the strategies contained within the 2013-2014 NPPC Annual Business Plan. FINANCIAL AND BUDGET IMPLICATIONS The Council has allocated $55,250 for the implementation of the strategies and initiatives contained within the 2013-2014 NPPC Annual Business Plan. In addition, $156,520 will be raised by the Council through The Parade Development Rate which will also be allocated to towards the implementation of the Annual Business Plan. The total budget for the NPPC Annual Business Plan 2013-2014 is therefore $211,250. A carried forward budget of $20,000 for the new Parade website has been endorsed by the Council at its meeting held on the 2 December 2013. TABLE 1 SUMMARY OF THE 2013-2014 NPPC ANNUAL BUSINESS PLAN CURRENT FINANCIAL POSITION AS AT 26 NOVEMBER 2013

Strategy Allocated budget

Actual Expenditure

Funds Committed

Available funds

Marketing Communications Plan $65,000 $4,260 $60,740 $0

Social Media Networking $15,500 $5,905 $9,595 $0

The Parade website $0 $0 $0 $0

2013 Adelaide Fashion Festival $30,000 $30,000 $0 $0

Business Newsletters $0 $0 $0 $0

The Parade Retail Strategy $0 $0 $0 $0

Breakfast on The Parade $6,000 $0 $0 $6,000

Administration $1,750 $340 $1,410 $0

Business Networking Events $3,000 $1,205 $1,795 $0

Norwood Parade Precinct Co-ordinator

$60,000 $0 $60,000 $0

Street decorations $30,000 $8,121 $21,879 $0

TOTALS $211,250 $49,832 $155,418 $6,000


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DISCUSSION

Find Rudolph and his Reindeer Friends The Find Rudolph and his Reindeer Friends treasure hunt competition commenced on 23 November 2013, the day of the Norwood Christmas Pageant. A total of seventeen (17) businesses registered their interest to participate in the competition and the initiative was well received by Parade businesses. Comments from The Parade businesses include that the competition is an ideal community focused activity and that it was good to see the NPPC implement something different to previous initiatives. The competition has received twenty-three entries (23) as of 29 November 2013. Find Rudolph and his Reindeer Friends entries close 15 December 2013 and prizes will be drawn on 17 December 2013. The major prize is $100 and five minor prizes of $20. Radio advertising on SAFM for the competition commenced on 24 November 2013 and finished on 7 December 2013. Santa’s Mailbox Santa’s Mailbox was installed in Norwood Place on 23 November 2013 and located next to the Christmas tree. The Santa’s mailbox has been promoted to The Parade Facebook and Twitter fans. Shop on The Parade to Win competition To help reduce the overall cost of the Shop on The Parade to Win promotional activity, staff were scheduled to develop the creative concept for the competition which was due to launch on 2 December 2013. However, due to a surplus of projects including the NPPC logo development, staff are unable to produce the Shop on The Parade to Win creative concept until January 2014 for a February 2014 launch. Parade businesses who have offered a prize for the competition have the option to withdraw their offer from the newly rescheduled Shop on The Parade to Win promotion due to launch in February 2014. Major travel prize sponsor, Phil Hoffmann Travel, has confirmed their commitment to the Shop on The Parade to Win competition at the newly rescheduled launch date of February 2014.

The Parade Instagram page was activated in October to capture images of the Norwood Place Parades on Norwood Parade event and to promote the participating Parade retailers. In the lead up to the event, Facebook status updates include tagging participating retailers in the fashion parades and food stalls. This assisted in driving traffic to business’s own Facebook pages. Instagram updates were posted for every stallholder participating in the Norwood Fashion Market. The Parade Facebook page conducted a giveaway competition in November which offered twenty (20) double-pass movie tickets as prizes. The entrants were required to be a fan of the page in order to enter. The Parade Facebook page received sixty entries for the competition. The Parade Facebook has 3,459 fans and 1,505 Twitter followers as of 29 November 2013. The official launch of The Parade Instagram page will be held on 10 December 2013. The launch activity will consist of inviting a number of Adelaide’s highly influential and popular Instagram personalities who will be taken on a guided tour of businesses along The Parade. The tour will highlight the key elements which keep visitors coming back to The Parade such as cosmopolitan, diversity and convenience. While on tour, guests are encouraged to take photos of their surroundings and post them onto their own Instagram pages using the hash tag #ParadeNorwood. These images will be streamed to their sizable fan bases and will help kick start the picture gallery for the new The Parade Instagram page. To encourage guests to take interesting and eye catching pictures, guests will be offered a prize for the best photo taken on the day.

GOAL 1: PROMOTING THE PARADE

STRATEGY 1.1: Marketing Communications Plan

BUDGET: $65,000


STRATEGY 1.2: Capitalise on social media networking sites to strengthen The Parade brand

BUDGET: $15,500


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Parade businesses are encouraged to register their expression of interest to be part of the launch. A social media report for October is contained within Attachment A.

The following events and news articles have been published recently on The Parade website:

Congratulations to Argo on the Parade. Winner of the 2013 Mainstreet SA Awards for Outstanding Business on a Mainstreet.

Kids love to cook and kids love to party. Why not do both at HOMEFRESH Norwood?

2013 Norwood Place Parades on Norwood Parade

The Study Project - free study space with WiFi

Tommy Tiernan Stray Sod Tour 2013

A Christmas Affair with Jean Claude at HOMEFRESH

ENTER HERE for the Find Rudolph and his Reindeer Friends on The Parade competition

Find Rudolph and his Reindeer Friends on The Parade for your chance to win! No new businesses have purchased a promotional package during the months of October and November 2013. The Parade website statistics TABLE 2 SUMMARY OF WEBSITE STATISTICS FOR THE PERIOD OF SEPTEMBER AND OCTOBER 2013

Indicators Results

Average unique visitors per month 14,172

Average number of visits per person per

month

1.51

Average number of pages viewed per visit 2.15

Number of event articles 6

Number of news articles 3

Average hits per day 35.95

Popular pages Individual business profile and listing

Top ways to connect to site Google and then

direct address or bookmarks

Most time spent on the website Approximately 76% spend 0-30 seconds viewing the

website

Top key word search Norwood

Parade

Adelaide

The

Trampoline

Top key phrase search The Parade Norwood

Norwood Medical Centre

Dillons Bookshop

Team Trampoline

The top ten (10) key words used in search engines were similar to previous month’s reports, these include words such as Norwood, Parade, Adelaide, trampoline, café, restaurant, centre, Dillions, the and SA.


STRATEGY 1.3: The Parade Website

BUDGET: $0


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The top ten (10) key phrases used in search engines also remains consistent with previous month’s reports. Key phrases include The Parade Norwood, Norwood Medical Centre, Dillons Norwood, Team Trampoline, Norwood Flower Market and Charminar. Key phrases relating to specific events such as the Norwood Christmas Pageant 2013 and Adelaide Fashion Festival also appeared in search engine results for October 2013.

An overview of the 2013 Adelaide Fashion Festival is contained in a separate report in this agenda.

News about The Parade will be included in the next edition of the Council’s newsletter Look East to be distributed in December 2013 to every property in the City of Norwood Payneham & St Peters.

At the Committee’s request, a guest speaker was sourced to present the topic of current economic conditions and future trends for small business. The Breakfast on The Parade event which was held on 20 November 2013, provided guests with an in-depth look at the economic conditions which could affect small to medium businesses. Thirty-eighty (38) guests from The Parade business community attended the event, feedback gathering continues and will be published in the NPPC News once completed.

The next Business Networking event will be held in 2014. Details of the event will be released in early 2014 and Committee members are welcome to suggest appropriate venues.

The following Christmas decorations have been installed:

Four (4) nutcrackers at the intersections of Osmond Terrace and The Parade;

Two (2) nutcrackers at the pedestrian crossing adjacent to Norwood Mall and Norwood Place;

Christmas baubles in the trees in the median strip;

Garlands strung between the trees in the median strip with red bows;

Santa’s mailbox in Norwood Place;

Lighting up for the Norfolk pine tree at Norwood Oval. It has been reported that one of the nutcrackers shows signs of cracking at the base of the figurine. Currently the crack is only a hair line fracture and can be repaired.


STRATEGY 1.4: Parades on Norwood Parade event as part of the 2013 Adelaide Fashion Festival

BUDGET: $30,000


STRATEGY 1.5: Business Newsletters

BUDGET: $0

GOAL 3: ASSISTING THE PARADE BUSINESS COMMUNITY TO IMPROVE THEIR CUSTOMER RELATIONSHIP MANAGEMENT, VISUAL MERCHANDISING AND BUSINESS MANAGEMENT

STRATEGY 3.1: Business Development (focus on fantastic customer service) – Breakfast on The Parade

BUDGET: $6,000

GOAL 4: LISTENING AND TALKING TO THE PARADE BUSINESS COMMUNITY

STRATEGY 4.1: Business Networking Event – Parade Get Together

BUDGET: $3,000

GOAL 5: IMPROVE THE SHOPPING EXPERIENCE

STRATEGY 5.1: Street decorations on The Parade

BUDGET: $30,000


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One nutcracker was reported stolen on 29 November 2013. This incident has been reported to the police. There is evidence on another nutcracker that thieves had attempted to steal one other figurine but were unsuccessful. Staff have since revisited further methods to secure the remaining nutcrackers.

Three (3) concepts for a new logo and brand identity for The Parade, Norwood were presented to the Committee at the November workshop. The options were well received by the Committee, with the ‘PN squared’ contemporary option (shown below) unanimously endorsed as the preferred option.

The Committee Members made suggestions as to how this option could be further developed and identified some variations to the logo which they would like to see, including:

‘The Parade Norwood’ text beneath the image written in lower case

Thicken the word ‘Norwood’

Thicken the entire logo These suggested variations to the logo, along with the developments to the ‘brand’ which will accompany the logo, will be presented to the Committee for endorsement at this month’s meeting. CONCLUSION This year has been an experimental year for Christmas decorations along The Parade. Feedback about the nutcrackers from the community has been positive, however, security is obviously an issue. The garlands with the red bows have also made a good impression with visitors while the baubles and banners receive very little mentions. Overall, the new Christmas decorations achieved the purpose of enhancing the streetscape of The Parade during the November and December Christmas period. RECOMMENDATION That the logo and branding concept presented at this meeting be endorsed for recommendation to the Council for implementation as the new logo and branding for The Parade.

CARRY FORWARD

STRATEGY The Parade logo redevelopment

BUDGET: $5,000

Attachment A

Update of the Implementation of the 2013-2014 NPPC Annual Business Plan

Client: The Parade, Norwood

Document: End of Month Report

Dates: 1st – 31st October 2013

Budget: $1,140 + GST

Units Value Cost

Retainer Hours 12.67 1647.10 1140

Savings 507.10

Total $1140 + GST

October Social Media Statistics

Facebook

Fan Start: 3,128 Fans End: 3,182 Fans Increased By: 59 (down from 707 in September)

Fan Interaction: Daily People Talking About (Ave): 27 (up from 38 in September) Daily Total Reach (Ave): 3,173 (up from 3,154 September) Daily Page Engaged Users (Ave): 153 (up from 126 September)

Most Popular Posts

Instant Language launch (4.2K)

Redlegs win post (1.5K)

Cold Rock and Gelatissimo post (1.6K)

Norwood Place Parades (2.6K)

Twitter

Followers Start: 1417 Followers End: 1466 Followers Increased By: 49 Total Lifetime Tweets: 525 Monthly Tweets: 54

A1

Note: Screenshots of all Tweets are attached to the bottom of this report. Going forward we would recommend that the URL www.twitter.com/ParadeNorwood is used as a reference point instead to save on retainer time (and budget).

Instagram

Followers Start: 0 Followers End: 116 Posts: 62

October Activities

Set-up @paradenorwood Instagram account

Live-Instagram coverage of Norwood Place Parades

Promotion of 2013AFF

General content management

Scheduling posts

Content gathering

Met with NPSP to discuss strategy

Competitor research

NPSP research

New traders

Precinct visits & speaking with traders for content

Social media monitoring

Retweeting relevant content

October Trader Related Updates

Norwood Fashion Markets Stall Holders

Pfitzner Furniture

Hummingbird Bake

Adelaide Bite

Aviary Dessert Kitchen

Parade Magazine

Norwood Swimming Centre

Supps N More

Ballroom Norwood

Base. Bar

Redlegs

Colonist Tavern

Serenity Homes

A2

http://www.twitter.com/ParadeNorwood

ARGO On The Parade

Mac Centre

Cold Rock Ice Creamery

Gelatissimo

All Around Massage

The Grace Establishment

Instant Language

Norwood Hotel

Summary and Recommendations

As a new budget hadn’t been finalised, Facebook advertising was not utilised for the month of

October. As such, the fan growth during October was completely organic and quite a lot lower

than in September. Considering the lack of advertising the fan growth that did occur was

reasonable.

The primary focus of activities in October was on the Norwood Place Parades on Norwood Parade

and promoting the participating retailers. Facebook status updates tagging the retailers who were

participating in the fashion parades were posted in the lead up to the event, helping to drive

traffic to their own business Facebook pages. Instagram updates were done for every stall-holder

participating in the Norwood Fashion Market.

No competitions in October were run as prizes had not been finalised, however as we enter

Christmas season it would be a great time to push the Instagram influences campaign and to run a

Facebook competition focusing on Christmas shopping.

A3

October Tweets for @paradenorwood

A4

Facebook Posts in October for The Parade, Norwood

A9


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4.2 EVALUATION OF THE 2013 ADELAIDE FASHION FESTIVAL

REPORT AUTHOR: Manager, Business & Economic Development GENERAL MANAGER: Chief Executive Officer CONTACT NUMBER: 8366 4564 FILE REFERENCE: S/02702 ATTACHMENTS: A - C

PURPOSE OF REPORT

This report provides an evaluation of the 2013 Adelaide Fashion Festival.

BACKGROUND

The Norwood Parade Precinct Committee (NPPC) developed the first Adelaide Fashion Festival (AFF) in 2008 to promote The Parade as a premier fashion shopping destination. The AFF has since been held annually and has evolved into a significant Festival in keeping with its name, whilst remaining true to its original objective to promote The Parade precinct.

The major objective of the Adelaide Fashion Festival is to promote The Parade as one of Adelaide’s premier fashion shopping destinations to provide diversity from The Parade’s well-established branding as a café/alfresco dining strip. Diversity means a stronger local economy because if one segment weakens for any reason, it can be ‘propped up’ by other segments which may not be impacted by particular conditions.

FINANCIAL AND BUDGET IMPLICATIONS

In previous years, $40,000 has been allocated from the NPPC allocation from the Council to the AFF, which was matched with $40,000 directly from the Council. However, in 2013, the Council approved the request from the NPPC to reduce this allocation by $10,000 to $30,000. The Council still contributed $40,000.

In addition, a significant number of in-kind sponsorships of products and services which directly contributed to reducing expenditure for the Festival were received, however fewer cash sponsorships were achieved this year.

Ticket sales and participation fees provided further income.

In addition, the Council employed a part-time Co-ordinator, Fashion Festival and a number of other Council staff were involved in implementing the 2013 Festival.

Table 1 below shows a summary of the major event costs for the overall Festival and Table 2 summarises the major costs for Norwood Place Parades on Norwood Parade.

TABLE 1: SUMMARY OF MAJOR EVENT COSTS

Expenditure 2013 2012

Launch of the Face 3,150 4,060

Opening Party 3,117 2,991

Parades on Norwood Parade 30,915 29,206

Op Shop Tours 643 680

Fashion Movie Night n/a 3,510

SA Young Designers Showcase & Wrap Party 29,523 26,867

Wrap Party 0 1,125

Advertising & PR 29,649 29,755

+ Printing 13,694 0 (sponsored)

TOTAL $110,691 $98,194


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TABLE 2: NORWOOD PLACE PARADES ON NORWOOD PARADE EXPENDITURE

Expenditure 2013 2012 Variance

Big Screen Video 0 3,150 3,150

Crowd Control Barriers 1,832 550 (1,282)

Staging 400 3,150 2,750

AV 4,263 7,727 3,464

Wait Staff 981 1,113 132

Road closure 5,348 5,542 194

Event Styling 3,322 2,138 (1,184)

Generator 1,250 736 (514)

Tag & Test 643 0 (643)

Models 4,400 4,400 0

Waste Management 1,470 1,275 (195)

Other 7,406 6,637 (769)

TOTAL 30,915 36,418 5,503 *excludes all marketing and publicity costs including printing and distribution.

Over $50,000 was spent on branding, photography, promotional materials including signage, marketing and advertising the AFF. Final costs for the overall Festival are still being compiled as some invoices are still outstanding, however Table 3 below shows the final income status for the Festival. TABLE 3: SUMMARY OF FESTIVAL INCOME

Income 2013 2012

Cash Sponsorship 23,000 30,000

NPPC 30,000 40,000

Council 40,000 40,000

Event Partner Fees 6,000 10,000

Ticket Sales 20,497 18,837

Designers Participation Fees 8,565 7,300

TOTAL $128,062 $146,137

DISCUSSION The 2013 AFF again provided a program of sixteen (16) events over nine (9) days and again invited other organisations to stage events as part of the AFF program. 2013 Event Partners were:

1. The Myer Centre Adelaide 2. King William Road Traders Association / Variety SA 3. Rundle Mall 4. TAFE SA 5. Boutique 6. Westfields Tea Tree Plaza, Marion and West Lakes

The events directly managed by the City of Norwood Payneham & St Peters were:

Launch of the Face Party (National Wine Centre)

Official Opening Party (Government House)*

Norwood Place Parades on Norwood Parade

Op Shop Tours

SA Designers Fashion Showcase * The Official Opening Party was actually fully hosted at Government House by His Excellency the Governor Rear Admiral Kevin Scarce. In terms of measuring the success of the 2013 AFF, a number of parameters can be used.

As in 2012, twenty-six (26) retailers on The Parade participated in the Norwood Place Parades on Norwood Parade fashion parades.


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Media coverage doubled in 2011 over 2010, doubled again in 2012 and 2013 has again for exceeded the 2012 coverage, especially in social median reach. AFF social media was more widely used. For example:

The AFF Facebook page increased its fans by 27% in just over two months

Twitter followers increased by 33% in the same period

An AFF Instagram account was established and achieved 689 likes

Where possible, traders who were involved with the AFF were mentioned, tagged or linked to via status updates, Facebook events and other online updates

The Festival again attracted more sponsors than has occurred previously (almost 30). The SA Designers Fashion Showcase sold more tickets than ever before and at a higher price, and Norwood Place Parades on Norwood Parade was estimated to have attracted approximately 6,000 visitors throughout the day. Feedback from event partners has been extremely positive with all indicating a desire to participate in future Festivals. Thirty-eight (38) volunteers provided 516.5 hours of assistance with various back- and front-of-house duties valued at a staggering $14,181. This was forty-seven (47) hours more than in 2012. In return, volunteers are thanked with AFF gift bags, vouchers to boutiques on The Parade, an official AFF lanyard as well as being provided with meals while they were on duty. The SA Emerging Designer Award is much coveted and is considered to be a launching pad for many careers including Paul Vasileff, Jamie Sortino, Melanie Flintoft and Alexandra Ireland. Adelaide has cornered the market with this angle to the Festival and it is also popular with sponsors and media.

Surveys AFF volunteers conducted a survey of thirty-one (31) attendees at Parades on Norwood Parade. Feedback was overwhelmingly positive. Key points are listed below with the collation of the full survey results contained in Attachment A. Norwood Place Parades on Norwood Parade Attendees were asked to rate the Norwood Place Parades on Norwood Parade & Fashion Market event on a scale from 0 (poor) to 10 (excellent).

0% 0% 0% 0% 3% 3%

29% 29%

16% 19%

0%

5%

10%

15%

20%

25%

30%

35%

1 2 3 4 5 6 7 8 9 10

Rating out of 10

2013 Norwood Place Parades on Norwood Parade Percentage of…


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96.8% of respondents would recommend the Norwood Place Parades on Norwood Parade to friends and relatives. 1 respondent was unsure.

about half of all respondents indicated that they planned to stay on The Parade during the event for more than two hours while the other half planned to stay on The Parade for one to two hours.

People said they liked the parades, the stalls, the community atmosphere and the vibe. Things that could be improved were more marketing and advertising, more shade (until the day before, rain was forecast but the weather on the day was a completely unexpected 33 degrees. We did manage to acquire more umbrellas than originally planned but still not quite enough) and a raised catwalk. Some participating retailers believe that the market stalls provide competition for them and that the market should only contain stall from The Parade. Unfortunately no Parade retailers chose to participate in the market this year. The market is definitely a drawcard for the event, as evidenced by the survey reponses regarding what people liked most about the event. Adelaide Fashion Festival Attendees were asked to rate the Adelaide Fashion Festival on a scale from 0 (poor) to 10 (excellent).

Most respondents planned to attend between one to five events during the 2013 Adelaide Fashion Festival.

Retailers who participated in the parades for Norwood Place Parades on Norwood Parade

Sixteen (16) surveys were completed by the twenty-six (26) retailers who participated in the parades as part of the Norwood Place Parades on Norwood Parade (PONP) event. Of these, twelve (12) retailers indicated they would participate again next year, three (3) were unsure and one (1) said no. Fifteen (15) participating retailers thought that the Adelaide Fashion Festival promotes The Parade as a fashion shopping destination.

Rating Percentage of Respondents

Number of Respondents

Very good 43.8% 7

Good 43.8% 7

Neutral 12.5% 2

Poor 0.0% 0

Very poor 0.0% 0

A collation of all survey responses are contained within Attachment B.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

1 2 3 4 5 6 7 8 9 10

Rating out of 10

Adelaide Fashion Festival 2013

Percentage ofrespondents


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At its meeting held on 19 March 2013, the NPPC resolved as follows:

That consideration be given to the inclusion of a hospitality component for the Parades on Norwood Parade event and to engage the maximum number of businesses on The Parade as possible, to actively participate in the event.

As such, all businesses on The Parade were invited to participate for free in the Norwood Place Parades on Norwood Parade event. A total of six (6) businesses responded to this offer but only four (4) ended up participating. They were:

The Cinnamon Club

The Aviary Dessert Bar

Home Fresh

Nic & Rocco Two (2) responded to a survey. One rated the event as ‘Good’ and the other as ‘Very Good’. Both said they would participate in the event again next year. A collation of all survey responses are contained within Attachment C. OPTIONS Not applicable. CONCLUSION When the Festival started in 2008, the advice was that a new event takes at least five (5) years to gain traction. This has indeed been the experience with the AFF which is now well and truly ensconced on the State’s events calendar with the South Australian Tourism Commission continuing as a strong supporter. Individuals and organisations are approaching the Council to be involved rather than the other way around, including media and sponsors. The Parade has continued to gain a reputation as a premier fashion shopping precinct and this has attracted complementary businesses, such as homewares, to locate on The Parade. COMMENTS The involvement of event partners to expand the program helps the Festival to live up to its name and provides an excellent variety of events in various locations, whilst control of brand and event quality is retained by the AFF. It also reduces the cost impost on the Council. This year was the first year that the Westfields participated and helped to spread the AFF marketing to new areas of Adelaide. There is room for improvement in this area which is expected to generate a significant increase in audience in future years.

RECOMMENDATION

That the report be received and noted.

Attachment A

Evaluation of the 2013 Adelaide Fashion Festival

1 of 28

2013 PONP visitors survey

1. How would you rate the Norwood Place Parades on Norwood Parade & Fashion event

out of 10?

Response

Percent

Response

Count

1 0.0% 0

2 0.0% 0

3 0.0% 0

4 0.0% 0

5 3.2% 1

6 3.2% 1

7 29.0% 9

8 29.0% 9

9 16.1% 5

10 19.4% 6

answered question 31

skipped question 0

2. What is the best aspect of this event?

Response

Count

29


skipped question 2

A1

2 of 28

3. What would you like to see improved?

Response

Count

25


skipped question 6

4. Would you recommend this event to friends/relatives?

Response

Percent

Response

Count

Yes 96.8% 30

No 0.0% 0

Unsure 3.2% 1


skipped question 0

5. How satisfied with the atmosphere of the event are you?

Response

Percent

Response

Count

Very satisfied 51.6% 16

Satisfied 35.5% 11

Neutral 12.9% 4

Unsatisfied 0.0% 0


skipped question 0

A2

3 of 28

6. How long do you plan to stay at this event?

Response

Percent

Response

Count

Less than 1 hour 0.0% 0

1-2 hours 51.6% 16

More than 2 hours 48.4% 15


skipped question 0

7. How much money do you plan to spend at this event?

Response

Count

23


skipped question 8

8. For what purpose are you attending this event?

Response

Percent

Response

Count

Social 89.7% 26

Networking 17.2% 5

Research for work purpose 3.4% 1

Personal purposes/to find out

what's in fashion27.6% 8

Other (please specify) 4


skipped question 2

A3

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9. How would you rate the Adelaide Fashion Festival out of 10?

Response

Percent

Response

Count

1 0.0% 0

2 0.0% 0

3 0.0% 0

4 0.0% 0

5 7.1% 2

6 7.1% 2

7 25.0% 7

8 10.7% 3

9 32.1% 9

10 17.9% 5


skipped question 3

10. How many events in the Festival do you plan to attend?

Response

Count

24


skipped question 7

11. Please list as many Festival Sponsors as you can:

Response

Count

11


skipped question 20

A4

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12. Do you think the Adelaide Fashion Festival promotes Norwood Parade as a fashion

destination?

Response

Percent

Response

Count

Yes 93.3% 28

No 3.3% 1

Unsure 3.3% 1


skipped question 1

13. Do you think the Fashion Festival makes South Australia a more destination for

tourism?

Response

Percent

Response

Count

Yes 76.7% 23

No 10.0% 3

Unsure 13.3% 4


skipped question 1

14. Is this the first Parades on Norwood Parade event you have attended?

Response

Percent

Response

Count

Yes 48.3% 14

No 48.3% 14

Unsure 3.4% 1


skipped question 2

A5

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15. What is your gender?

Response

Percent

Response

Count

Female 86.7% 26

Male 13.3% 4


skipped question 1

16. Which category below includes your age?

Response

Percent

Response

Count

Under 16 3.3% 1

16-20 20.0% 6

21-25 36.7% 11

26-35 13.3% 4

36-45 0.0% 0

46-60 20.0% 6

Over 60 6.7% 2


skipped question 1

A6

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17. What is your approximate average household income?

Response

Percent

Response

Count

Less than $35K 25.0% 5

$35K - $55K 40.0% 8

$55K - $100K 30.0% 6

$100K 0.0% 0

$150K 0.0% 0

No response 5.0% 1


skipped question 11

18. What is your postcode?

Response

Count

29


skipped question 2

19. Residence is:

Response

Count

9

answered question 9

skipped question 22

A7

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20. Are you here just for the day?

Response

Percent

Response

Count

Elsewhere in SA 0.0% 0

Interstate 0.0% 0

Overseas 0.0% 0

answered question 0

skipped question 31

21. Staying overnight in the area?

Response

Percent

Response

Count


Interstate 0.0% 0

Overseas 0.0% 0

answered question 0

skipped question 31

22. Total nights in the area?

Response

Percent

Response

Count


Interstate 0.0% 0

Overseas 0.0% 0

answered question 0

skipped question 31

A8

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23. Total nights in South Australia?

Response

Percent

Response

Count

Interstate 0.0% 0

Overseas 0.0% 0

answered question 0

skipped question 31

24. Personal details

Response

Percent

Response

Count

Name: 100.0% 23

Address 1: 78.3% 18

Address 2: 0.0% 0

Suburb: 69.6% 16

State: 17.4% 4

Postcode: 34.8% 8

Country: 4.3% 1

Email Address: 52.2% 12

Phone Number: 87.0% 20


skipped question 8

A9

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A10

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Page 1, Q2. What is the best aspect of this event?

1 Music Nov 19, 2013 11:03 AM

2 Seeing the street come alive and having the stores work together Nov 19, 2013 11:00 AM

3 Seeing the new trends Nov 19, 2013 10:57 AM

4 The atmosphere Nov 19, 2013 10:54 AM

5 LOVE the designer pressure test! Nov 19, 2013 10:53 AM

6 Stalls Nov 19, 2013 10:51 AM

7 The Fashion Parade Nov 19, 2013 10:50 AM

8 Atmosphere Nov 19, 2013 10:48 AM

9 How many people there are Nov 19, 2013 10:47 AM

10 Watching the fashion Nov 19, 2013 10:45 AM

11 Variety at the market Nov 19, 2013 10:43 AM

12 Stalls Nov 19, 2013 10:40 AM

13 The weather Nov 19, 2013 10:39 AM

14 Stores Nov 19, 2013 10:35 AM

15 Community Spirit Nov 19, 2013 10:32 AM

16 Stalls Nov 19, 2013 10:31 AM

17 Market Nov 19, 2013 10:27 AM

18 The models + Vintage Stops Nov 19, 2013 10:25 AM

19 Stalls Nov 19, 2013 10:23 AM

20 All the market stalls + Clothes Nov 19, 2013 10:21 AM

21 Fashion Show Nov 19, 2013 10:18 AM

22 Fashion Parade Nov 19, 2013 10:17 AM

23 Second hand clothes shops Nov 19, 2013 10:14 AM

24 Shops Nov 19, 2013 10:13 AM

25 Fashion Stalls Nov 19, 2013 10:09 AM

26 Shopping Nov 19, 2013 9:43 AM

27 Atmosphere Nov 19, 2013 9:38 AM

28 Vibe and community Nov 8, 2013 1:32 PM

29 Parades, markets, entertainment Nov 8, 2013 12:21 PM

A11

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A12

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Page 1, Q3. What would you like to see improved?

1 Fashion for all ages, not just teenagers Nov 19, 2013 11:03 AM

2 Better marketing of events Nov 19, 2013 10:57 AM

3 Would be better on catwalk like last year Nov 19, 2013 10:56 AM

4 Nothing Nov 19, 2013 10:54 AM

5 Proper Catwalk Nov 19, 2013 10:53 AM

6 More shade Nov 19, 2013 10:50 AM

7 Something to draw more people to event Nov 19, 2013 10:48 AM

8 I think its well organised Nov 19, 2013 10:47 AM

9 I don't think anything its a free event no one should complain Nov 19, 2013 10:45 AM

10 More Advertising Nov 19, 2013 10:43 AM

11 N/A Nov 19, 2013 10:40 AM

12 Stall holder set up Nov 19, 2013 10:39 AM

13 More advertising Nov 19, 2013 10:37 AM

14 Look, Layout Nov 19, 2013 10:35 AM

15 More shade Nov 19, 2013 10:32 AM

16 More stalls Nov 19, 2013 10:31 AM

17 Earlier Parade Nov 19, 2013 10:27 AM

18 more cheap/ stall food Nov 19, 2013 10:25 AM

19 Diversity of fashion Nov 19, 2013 10:23 AM

20 Nothing Nov 19, 2013 10:21 AM

21 More shaded areas Nov 19, 2013 10:17 AM

22 Different Models - They all look the same Nov 19, 2013 10:13 AM

23 More crowd Nov 19, 2013 9:38 AM

24 More shade for High Tea and designers in the challenge Nov 8, 2013 1:32 PM

25 More shade, sunscreen provided Nov 8, 2013 12:21 PM

A13

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A14

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Page 1, Q7. How much money do you plan to spend at this event?

1 30 Nov 19, 2013 11:00 AM

2 30 Nov 19, 2013 10:56 AM

3 50-100 Nov 19, 2013 10:53 AM

4 200 Nov 19, 2013 10:51 AM

5 50 Nov 19, 2013 10:50 AM

6 5 Nov 19, 2013 10:47 AM

7 100 Nov 19, 2013 10:43 AM

8 100 Nov 19, 2013 10:40 AM

9 30 Nov 19, 2013 10:39 AM

10 100 Nov 19, 2013 10:37 AM

11 40 Nov 19, 2013 10:35 AM

12 100 Nov 19, 2013 10:32 AM

13 40 Nov 19, 2013 10:31 AM

14 100 Nov 19, 2013 10:27 AM

15 50 Nov 19, 2013 10:25 AM

16 100 Nov 19, 2013 10:21 AM

17 100 Nov 19, 2013 10:18 AM

18 50 Nov 19, 2013 10:14 AM

19 50 Nov 19, 2013 10:09 AM

20 200 Nov 19, 2013 9:43 AM

21 50-100 Nov 19, 2013 9:38 AM

22 $50-$100+ Nov 8, 2013 1:32 PM

23 $25 Nov 8, 2013 12:21 PM

A15

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Page 1, Q8. For what purpose are you attending this event?

1 Stall Owner Nov 19, 2013 10:48 AM

2 stall holder Nov 19, 2013 10:39 AM

3 passing by Nov 19, 2013 10:31 AM

4 Stall Holder Nov 19, 2013 10:27 AM

A16

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A17

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Page 2, Q10. How many events in the Festival do you plan to attend?

1 2 Nov 19, 2013 11:02 AM

2 2-3 Nov 19, 2013 10:53 AM

3 All Nov 19, 2013 10:52 AM

4 2 Nov 19, 2013 10:51 AM

5 As many as we can Nov 19, 2013 10:49 AM

6 1 Nov 19, 2013 10:48 AM

7 Just this one ATM Nov 19, 2013 10:46 AM

8 3 Nov 19, 2013 10:44 AM

9 1-2 Nov 19, 2013 10:42 AM

10 This one only Nov 19, 2013 10:40 AM

11 1 Nov 19, 2013 10:38 AM

12 Just the parade on norwood parade Nov 19, 2013 10:36 AM

13 4 Nov 19, 2013 10:34 AM

14 Didn't know was on until day of event - Needs more advertising Nov 19, 2013 10:31 AM

15 2 Nov 19, 2013 10:28 AM

16 1 Nov 19, 2013 10:26 AM

17 1 Nov 19, 2013 10:24 AM

18 1 Nov 19, 2013 10:23 AM

19 3 Nov 19, 2013 10:20 AM

20 3 Nov 19, 2013 10:13 AM

21 1 Nov 19, 2013 10:12 AM

22 Maybe Nov 19, 2013 9:42 AM

23 3 Nov 8, 2013 1:48 PM

24 4 Nov 8, 2013 12:23 PM

A18

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Page 2, Q11. Please list as many Festival Sponsors as you can:

1 Variety Norwood Place Nov 19, 2013 11:02 AM

2 Variety, channel 7 and TAFE SA Nov 19, 2013 10:59 AM

3 Budget party supplies? Nov 19, 2013 10:53 AM

4 City of Norwood Payneham and St Peters Nov 19, 2013 10:42 AM

5 No idea Nov 19, 2013 10:40 AM

6 Norwood place Nov 19, 2013 10:36 AM

7 Witchery Nov 19, 2013 10:34 AM

8 Vinies Nov 19, 2013 10:12 AM

9 No Nov 19, 2013 9:42 AM

10 Kevin Murphy Council Nov 8, 2013 1:48 PM

11 Norwood Place Norwood Council Louis Bond... (said all of them) Nov 8, 2013 12:23 PM

A19

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A20

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Page 2, Q18. What is your postcode?

1 5065 Nov 19, 2013 11:03 AM

2 5107 Nov 19, 2013 11:02 AM

3 5108 Nov 19, 2013 10:59 AM

4 5089 Nov 19, 2013 10:55 AM

5 5035 Nov 19, 2013 10:53 AM

6 5061 Nov 19, 2013 10:52 AM

7 5062 Nov 19, 2013 10:51 AM

8 5159 Nov 19, 2013 10:49 AM

9 5064 Nov 19, 2013 10:48 AM

10 5014 Nov 19, 2013 10:46 AM

11 5062 Nov 19, 2013 10:44 AM

12 5073 Nov 19, 2013 10:42 AM

13 5039 Nov 19, 2013 10:40 AM

14 5067 Nov 19, 2013 10:38 AM

15 5083 Nov 19, 2013 10:36 AM

16 5069 Nov 19, 2013 10:34 AM

17 5061 Nov 19, 2013 10:31 AM

18 5000 Nov 19, 2013 10:28 AM

19 5000 Nov 19, 2013 10:24 AM

20 5067 Nov 19, 2013 10:23 AM

21 5067 Nov 19, 2013 10:20 AM

22 5070 Nov 19, 2013 10:18 AM

23 5019 Nov 19, 2013 10:16 AM

24 5110 Nov 19, 2013 10:13 AM

25 5019 Nov 19, 2013 10:12 AM

26 5073 Nov 19, 2013 9:44 AM

27 5062 Nov 19, 2013 9:42 AM

28 5000 Nov 8, 2013 1:48 PM

29 5007 Nov 8, 2013 12:23 PM

A21

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Page 2, Q19. Residence is:

1 Adelaide Nov 19, 2013 10:55 AM

2 Glen Osmond Nov 19, 2013 10:48 AM

3 Kingswood Nov 19, 2013 10:44 AM

4 Tranmere Nov 19, 2013 10:42 AM

5 Norwood Nov 19, 2013 10:38 AM

6 St Peters Nov 19, 2013 10:34 AM

7 China Nov 19, 2013 10:31 AM

8 Norwood Nov 19, 2013 10:23 AM

9 Bowden Nov 8, 2013 12:23 PM

A22

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A23

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Page 2, Q24. Personal details

1

Name: Fiona Gurd Nov 19, 2013 11:02 AM

Address 1: 56 Lavender Drive Nov 19, 2013 11:02 AM

Suburb: Parafeild Gardens Nov 19, 2013 11:02 AM

Phone Number: 0410 887 483 Nov 19, 2013 11:02 AM

2

Name: Lisa Hannagan Nov 19, 2013 10:59 AM

Address 1: 7/33 Coogee Ave Nov 19, 2013 10:59 AM

Suburb: Paralowie Nov 19, 2013 10:59 AM

Postcode: 5108 Nov 19, 2013 10:59 AM

Email Address: [email protected] Nov 19, 2013 10:59 AM


3

Name: Carol Halfpenny Nov 19, 2013 10:55 AM

Address 1: 7 Colonial Nov 19, 2013 10:55 AM

Suburb: Highbury Nov 19, 2013 10:55 AM


4

Name: Peter Mosby Nov 19, 2013 10:49 AM



5

Name: Leanne Nov 19, 2013 10:46 AM



6

Name: Matt Hiern Nov 19, 2013 10:44 AM

Address 1: 36 East Parade Nov 19, 2013 10:44 AM

Suburb: Kingswood Nov 19, 2013 10:44 AM


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7

Name: Phoebe Phuah Nov 19, 2013 10:42 AM

Address 1: 14 brookside Ave Nov 19, 2013 10:42 AM

Suburb: Tranmere Nov 19, 2013 10:42 AM

Postcode: 5073 Nov 19, 2013 10:42 AM


8

Name: Anne Smith Nov 19, 2013 10:40 AM

9

Name: Doris Stangl Nov 19, 2013 10:38 AM

Address 1: 5067 Norwood Nov 19, 2013 10:38 AM



10

Name: Alice O'Connell Nov 19, 2013 10:36 AM

Address 1: 43 First Ave Nov 19, 2013 10:36 AM

Suburb: Nailsworth Nov 19, 2013 10:36 AM

Postcode: 5083 Nov 19, 2013 10:36 AM



11

Name: Nafsika Pasalidis Nov 19, 2013 10:34 AM

Address 1: 513 Stepevy Nov 19, 2013 10:34 AM

Postcode: 5069 Nov 19, 2013 10:34 AM


12

Name: Pelly Mao Nov 19, 2013 10:31 AM

Address 1: 20 Mornington road Nov 19, 2013 10:31 AM

Suburb: Unley Nov 19, 2013 10:31 AM

A25

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13

Name: Charlotte Djukanovic Nov 19, 2013 10:28 AM

Address 1: 26 Hallett St Nov 19, 2013 10:28 AM

Suburb: Adelaide Nov 19, 2013 10:28 AM



14

Name: Mikayla Sizuestei Nov 19, 2013 10:26 AM

Postcode: 5069 Nov 19, 2013 10:26 AM



15

Name: Emily Harris Nov 19, 2013 10:23 AM

Address 1: 11 Montrose Avenue Nov 19, 2013 10:23 AM

Suburb: Norwood Nov 19, 2013 10:23 AM

State: SA Nov 19, 2013 10:23 AM



16

Name: Chanel Williamson-Cameron Nov 19, 2013 10:20 AM

Address 1: 7/55 Howard St Nov 19, 2013 10:20 AM

Suburb: Belar Park Nov 19, 2013 10:20 AM



17

Name: Rose Micallef Nov 19, 2013 10:18 AM

Address 1: 128 Portrush Rd Nov 19, 2013 10:18 AM

Suburb: Payneham Sth Nov 19, 2013 10:18 AM


A26

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18

Name: Lisa Spadavecdua Nov 19, 2013 10:16 AM

Address 1: 11 Victoria St Nov 19, 2013 10:16 AM

Suburb: Semaphore Park Nov 19, 2013 10:16 AM


19

Name: Coneetta Spadavecchig Nov 19, 2013 10:12 AM

Address 1: 11 Victoria St Nov 19, 2013 10:12 AM

Suburb: Semaphore Nov 19, 2013 10:12 AM


20

Name: Cindy Lee Nov 19, 2013 9:44 AM


21

Name: Scott Hiern Nov 19, 2013 9:42 AM

Address 1: 36 East Parade Nov 19, 2013 9:42 AM

Suburb: Kingswood Nov 19, 2013 9:42 AM

State: SA Nov 19, 2013 9:42 AM

Postcode: 5062 Nov 19, 2013 9:42 AM

Country: Australia Nov 19, 2013 9:42 AM

Phone Number: 0401676672 Nov 19, 2013 9:42 AM

22

Name: Kate Russell Nov 8, 2013 1:48 PM

Address 1: 1403/20 Hindmarsh Square Nov 8, 2013 1:48 PM

Suburb: Adelaide Nov 8, 2013 1:48 PM

State: SA Nov 8, 2013 1:48 PM

Postcode: 5000 Nov 8, 2013 1:48 PM

Phone Number: 0424 567 565 Nov 8, 2013 1:48 PM

23

Name: Emily Pescod Nov 8, 2013 12:23 PM

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Address 1: 7A Fourteenth St Nov 8, 2013 12:23 PM

Suburb: Bowden Nov 8, 2013 12:23 PM

State: SA Nov 8, 2013 12:23 PM

Postcode: 5007 Nov 8, 2013 12:23 PM

Email Address: [email protected] Nov 8, 2013 12:23 PM

A28

Attachment BEvaluation of the 2013 Adelaide Fashion Festival

1 of 8

2013 Norwood Place Parades on Norwood

Parade Survey

1. How clear were the instructions for garment requirements such collections, pick up

and other requirements?

Response

Percent

Response

Count

Very clear 68.8% 11

Clear 18.8% 3

Neutral 12.5% 2

Unclear 0.0% 0

Very unclear 0.0% 0

Please provide any comments for improvements 2


skipped question 0

2. How helpful were Council staff?

Response

Percent

Response

Count

Extremely helpful 37.5% 6

Very helpful 56.3% 9

Somewhat helpful 6.3% 1

Slightly helpful 0.0% 0

Not at all helpful 0.0% 0

Please provide comments 1


skipped question 0

B1

2 of 8

3. Were you happy with how your outfits were presented on the models?

Response

Percent

Response

Count

Very satisfied 50.0% 8

Satisfied 25.0% 4

Neutral 25.0% 4

Unsatisfied 0.0% 0

Very unsatisfied 0.0% 0



skipped question 0

4. What did you like the most about the Norwood Place Parades on Norwood Parade

event?

Response

Count

14


skipped question 2

5. How could the Norwood Place Parades on Norwood Parade event be improved?

Response

Count

12


skipped question 4

B2

3 of 8

6. Do you think the Adelaide Fashion Festival promotes Norwood Parade as a fashion

destination?

Response

Percent

Response

Count

Yes 93.8% 15

No 0.0% 0

Unsure 6.3% 1



skipped question 0

7. How likely are you to participate in next year's Norwood Place Parades on Norwood

Parade event?

Response

Percent

Response

Count

Yes 75.0% 12

Maybe 18.8% 3

No (please provide comments) 6.3% 1


skipped question 0

B3

4 of 8

8. Overall, how would you rate the 2013 Norwood Place Parades on Norwood Parade

event?

Response

Percent

Response

Count

Very good 43.8% 7

Good 43.8% 7

Neutral 12.5% 2

Poor 0.0% 0

Very poor 0.0% 0



skipped question 0

B4

5 of 8

Q1. How clear were the instructions for garment requirements such collections, pick up and otherrequirements?

1 Alot of late changes with shoe sizes and fashion retailers unorganised Nov 11, 2013 3:00 PM

2 Would of been nice for other stores to tap shoes. Nov 2, 2013 4:28 PM

Q2. How helpful were Council staff?

1 Indri is great Nov 11, 2013 3:00 PM

Q3. Were you happy with how your outfits were presented on the models?

1 I actually went away this day and didn't get to see the parade. Checked outthe photo though and would have liked to see more, couldn't see any of ourwomen's pictures.

Nov 12, 2013 2:32 PM

2 But the models are not the typical Blue Illusion customers. If you couldplease include a few bigger models (size 12), it would be more suited toorudemographic

Nov 12, 2013 10:49 AM

3 Some mix-ups during catwalk run Nov 11, 2013 3:00 PM

4 Did not see the parade as I was working in the store Nov 6, 2013 3:01 PM

5 We sold out of 2 dresses. Nov 2, 2013 4:28 PM

6 Looked great and positive feedback from customers Nov 2, 2013 10:23 AM

7 I thought hair was terrible it looked like they had done it themselves. Nov 1, 2013 11:44 AM

8 Just wrong boutique name called for our line Oct 25, 2013 5:46 PM

B5

6 of 8

Q4. What did you like the most about the Norwood Place Parades on Norwood Parade event?

1 Thought it was quite organised. Good amount of models for outfits Nov 12, 2013 2:32 PM

2 Great weather and atmosphere Nov 11, 2013 3:00 PM

3 Sense of community and exposure of CR brand Nov 6, 2013 4:48 PM

4 Our outfits look fantastic and models suited our brand (they weren't tooskinny for the clothes)

Nov 6, 2013 4:47 PM

5 The retailers all getting involved and the MC announcing each brand Nov 6, 2013 3:08 PM

6 I had to work in shop so I can't comment Nov 6, 2013 3:01 PM

7 Helps stores with modelling their clothes/shoes Nov 6, 2013 2:59 PM

8 The community feel Nov 6, 2013 2:57 PM

9 Very professionally ran. First time ever that they provided documentationwith models measurements and outfit forms.

Nov 6, 2013 2:03 PM

10 The fashion parade. Nov 2, 2013 4:28 PM

11 Great atmosphere,weather was perfect so many people out and about Nov 2, 2013 10:23 AM

12 Not much. Nov 1, 2013 11:44 AM

13 Great event for the Parade, got great feedback from customers about theevent.

Oct 28, 2013 9:29 PM

14 The Fashion Market and the set up of the parade and Catwalk Oct 25, 2013 5:46 PM

B6

7 of 8

Q5. How could the Norwood Place Parades on Norwood Parade event be improved?

1 More advertising. More photography of parades, couldn't find any images ofours outfits on models walking out. Would have been nice to put up on ourFacebook and see what they looked liked!

Nov 12, 2013 2:32 PM

2 I think when promoting Norwood businesses, the markets aren't helping ourtrade on the day

Nov 11, 2013 3:00 PM

3 Couldn't say, didn't work that day Nov 6, 2013 4:48 PM

4 Possibly undercover ie tent. And maybe being in both times [parades]. Nov 6, 2013 3:08 PM

5 I had to work in shop so I can't comment Nov 6, 2013 3:01 PM

6 There great Nov 6, 2013 2:59 PM

7 It's very well organised - perhaps more social media involvement Nov 6, 2013 2:57 PM

8 Felt like not enough people knew about the event. Facebook promo orcompetition would have been good to boost the reach of the event. Not tohave Wildchild last in the parade (they have been last to go out in the lastcouple of years).

Nov 6, 2013 2:03 PM

9 Not put a clothes market right out front of a clothes store. And also so peoplecan get to the shops on the street not just the markets.

Nov 2, 2013 4:28 PM

10 As we don't have Food & Wine Festival,I think alfresco dining,music etccould be incorporated into this event,the long lunch is also a great idea

Nov 2, 2013 10:23 AM

11 Needs more publicity. A lot of people I spoke to did not know it was on,Maybe need banners across the Parade. Also we need our logos up whenannouncing store name as if people did not always catch which store waswhich. Linea Mode has not had any sales from the parade.

Nov 1, 2013 11:44 AM

12 more advertising maybe because all the advertising I saw was just here onthe Parade; but still a great turn out

Oct 25, 2013 5:46 PM

Q6. Do you think the Adelaide Fashion Festival promotes Norwood Parade as a fashion destination?

1 Market stalls which are from competing areas such as Burnside should beallowed to be part of The Parade event as it should promote Paradebusinesses and independants

Nov 6, 2013 2:03 PM

2 Our sales were up as a result of the event Nov 2, 2013 10:23 AM

Q7. How likely are you to participate in next year's Norwood Place Parades on Norwood Parade event?

1 Not unless bigger models are included and we have not had anyone usetheir $25 vouchers

Nov 12, 2013 10:49 AM

B7

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Q8. Overall, how would you rate the 2013 Norwood Place Parades on Norwood Parade event?

1 Think photography throughout the day and of each ofthe outdit coming outwould have been good. Probably needs more exposure on NorwoodFacebook also so we can promote on our personal facebook accounts etc.

Nov 12, 2013 2:32 PM

2 Marie from Blue Illusion Nov 12, 2013 10:49 AM

3 Yvette from Jo Mercer. As mentioed earlier, mix-ups occurred Nov 11, 2013 3:00 PM

4 Belinda from GAZMAN Nov 6, 2013 4:47 PM

5 French Connection Nov 6, 2013 3:08 PM

6 Details Handbag. Didn't see it, working in store. Nov 6, 2013 3:01 PM

7 Nine West Nov 6, 2013 2:59 PM

8 Fiona from Lorna Jane. There was less foot traffic and we have yet to seeany increase or hear customers say they've have because of the event

Nov 6, 2013 2:57 PM

9 Zahra from Sooki Nov 6, 2013 2:03 PM

B8

Attachment CEvaluation of the 2013 Adelaide Fashion Festival

1 of 9

2013 Norwood Place Parades on Norwood

Parade stallholders

1. How clear were the instructions provided by Council about the application and

stallholders requirements?

Response

Percent

Response

Count

Very clear 100.0% 2

Clear 0.0% 0

Neutral 0.0% 0

Unclear 0.0% 0

Very unclear 0.0% 0

Please provide any comments for improvement 1

answered question 2

skipped question 0

C1

2 of 9

2. How satisfied were you with the equipment and/or marquee hire provided by Council?

Response

Percent

Response

Count

Extremely satisfied 50.0% 1

Quite satisfied 50.0% 1

Somewhat satisfied 0.0% 0

Neither satisfied nor dissatisfied 0.0% 0

Somewhat dissatisfied 0.0% 0

Quite dissatisfied 0.0% 0

Extremely dissatisfied 0.0% 0

Please provide any comments for improvement

1

answered question 2

skipped question 0

3. How helpful were Council staff?

Response

Percent

Response

Count

Extremely helpful 50.0% 1

Very helpful 50.0% 1

Somewhat helpful 0.0% 0

Slightly helpful 0.0% 0

Not at all helpful 0.0% 0

Please provide any comments for improvement

1

answered question 2

skipped question 0

C2

3 of 9

4. What did you like the most about the Norwood Place Parades on Norwood Parade

event?

Response

Count

2

answered question 2

skipped question 0

5. How could the Norwood Place Parades on Norwood Parade event be improved?

Response

Count

2

answered question 2

skipped question 0

6. Please estimate the takings from your stall on the day:

Response

Percent

Response

Count

I had takings of $

100.0% 2

answered question 2

skipped question 0

C3

4 of 9

7. Please estimate your takings from your Parade business on the day of the event:

Response

Percent

Response

Count

Up on normal Sunday trading % 0.0% 0

Down on normal Sunday trading % 50.0% 1

$ value difference 0.0% 0

My store was not open on the

day of the event 100.0% 2

answered question 2

skipped question 0

8. Please estimate the foot traffic to your store on the day of the event?

Response

Percent

Response

Count

Up on normal Sunday trade % 0.0% 0

Down on normal Sunday trade % 0.0% 0

My store is normally closed on

Sunday 100.0% 2

answered question 2

skipped question 0

C4

5 of 9

9. Did your stall at the Norwood Place Parades on Norwood Parade generate any new

bookings or enquiries about your business?

Response

Percent

Response

Count

Yes 50.0% 1

No 50.0% 1

answered question 2

skipped question 0

10. Do you think the Adelaide Fashion Festival promotes Norwood Parade as a shopping

and dining destination?

Response

Percent

Response

Count

Yes 50.0% 1

No 0.0% 0

Unsure 50.0% 1


answered question 2

skipped question 0

11. How likely are you to participate in next year's Norwood Place Parades on Norwood

Parade event?

Response

Percent

Response

Count

Yes 100.0% 2

Maybe 0.0% 0

No 0.0% 0

Please provide comments 0.0% 0

answered question 2

skipped question 0

C5

6 of 9

12. Overall, how would you rate the 2013 Norwood Place Parades on Norwood Parade

event?

Response

Percent

Response

Count

Very good 50.0% 1

Good 50.0% 1

Neutral 0.0% 0

Poor 0.0% 0

Very poor 0.0% 0

Please provide comments

1

answered question 2

skipped question 0

13. Personal details

Response

Percent

Response

Count

Name:

100.0% 2

Company:

100.0% 2

Email Address:

50.0% 1

Phone Number:

100.0% 2

answered question 2

skipped question 0

C6

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Q1. How clear were the instructions provided by Council about the application and stallholdersrequirements?

1 Much better instructions and direction than previous year when we were theHigh Tea cater. Very happy.

Nov 8, 2013 11:22 AM

Q2. How satisfied were you with the equipment and/or marquee hire provided by Council?

1 Perfect for what we needed Nov 8, 2013 11:22 AM

Q3. How helpful were Council staff?

1 They were great Nov 8, 2013 11:22 AM

Q4. What did you like the most about the Norwood Place Parades on Norwood Parade event?

1 Different experience for us, outside catering Nov 8, 2013 11:31 AM

2 Loved the atmosphere and community feel Nov 8, 2013 11:22 AM

Q5. How could the Norwood Place Parades on Norwood Parade event be improved?

1 The barrier on the median strip discourage people to come across to theother side of the road, hot weather didn't help.

Nov 8, 2013 11:31 AM

2 More food people involved and more variety. Was surprised to see only acouple of Parade food businesses involved, thought there would be more.Can it be open to independent food shops beyond The Parade boundaries?The barrier in the median strip stopped a lot of people going to the food areaand many thought the table and chairs were part of the VIP so they didn'thead that way.

Nov 8, 2013 11:22 AM

Q6. Please estimate the takings from your stall on the day:

1 $500 Nov 8, 2013 11:31 AM

2 $100 - made a massive loss Nov 8, 2013 11:22 AM

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Q7. Please estimate your takings from your Parade business on the day of the event:

Up on normal Sunday trading %

Down on normal Sunday trading %

1 25-30% Nov 8, 2013 11:31 AM

$ value difference

My store was not open on the day of the event

1 Yes Nov 8, 2013 11:31 AM

2 Yes Nov 8, 2013 11:22 AM

Q8. Please estimate the foot traffic to your store on the day of the event?

Up on normal Sunday trade %

Down on normal Sunday trade %

My store is normally closed on Sunday

1 Yes Nov 8, 2013 11:31 AM

2 Yes Nov 8, 2013 11:22 AM

Q12. Overall, how would you rate the 2013 Norwood Place Parades on Norwood Parade event?

1 We particpate again next year, happy with the level of professionalism andorganisation

Nov 8, 2013 11:22 AM

Q13. Personal details

1

Name: Harsh Kumar Nov 8, 2013 11:31 AM

Company: Cinnamon Club Nov 8, 2013 11:31 AM



2

Name: Nat Nov 8, 2013 11:22 AM

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Q13. Personal details

Company: Avary Dessert Bar Nov 8, 2013 11:22 AM


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5. OTHER BUSINESS

(Of an urgent nature only)

6. CLOSURE

norwood parade precinct committee agenda & reports · the find rudolph and his reindeer friends...

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